When it comes to building a sustainable, community-rooted business, few people have insights as rich as Chris Brosh, co-founder of Phat Tire Bike Shop.
What began as a single storefront in Bentonville, Arkansas, has since expanded into multiple locations across the region, becoming not only a beloved retail business but a hub of local cycling culture.
Chris and his team have tackled the challenges of scaling a retail operation, refining their brand, and supporting their community—all with a grounded philosophy that many business owners would do well to adopt.
In our conversation, we unpacked the layers of Phat Tire’s journey, including how Chris and his partner started the business from the ground up, adapted to shifts in community needs, and maintained an internal culture that sets their team apart. Here are the key takeaways from our conversation and some actionable ideas to apply to your own business.
Phat Tire’s roots were planted in Bentonville, at a time when the community’s infrastructure for cycling was still taking shape. Back then, Chris and his business partner Tim Robinson were 23, fresh out of high school, and fueled by a passion for both bikes and their community. Bentonville was expanding, with new trails attracting cyclists, but the demand for a local, quality bike shop wasn’t fully met.
“We started with a business mindset first, and an industry mindset second,” Chris explains, an approach that has guided their steady growth. By focusing on creating a space that met the unique needs of Bentonville, rather than just jumping on a trend, Chris and Tim crafted a business model that filled a community gap. Their early experiences taught them that understanding their market—something beyond simple data points—would be crucial to their long-term success.
Scaling a small business to multiple locations and even neighboring states demands a healthy risk tolerance. Chris admits he didn’t start with a high risk appetite but learned to embrace it as the company expanded. He sought calculated risks rather than leaps of faith. A big part of that strategy included carefully evaluating new locations with a “Why doesn’t this exist here?” mindset. This approach allowed Chris to recognize areas with unmet demand, then build Phat Tire’s offerings to answer that need.
As the business grew, so did their approach to risk management. Phat Tire now operates with short-term leases and flexible options that allow them to test new locations without locking into long-term commitments. The team has also learned to be nimble, reassessing and adapting based on local demand and community involvement. “You’re not going to win them all, but if you set yourself up right, the losses won’t hurt too badly,” Chris shares, a philosophy that has kept Phat Tire resilient as they evolve.
For Chris, running a successful business is as much about the team as it is about the customers. The company’s hiring and training process focuses heavily on attitude and passion over experience. “Sometimes, it’s easier to teach someone skills than it is to change their mentality,” he explains. This people-first culture is reflected in every Phat Tire location, where customers experience a blend of expert knowledge and a genuine welcome.
Chris also understands the importance of a strong incentive program, tailoring compensation to reward the hustle his team brings to the table. Employees have the opportunity to earn bonuses, participate in bike-to-work incentives, and receive discounts on gear—perks that go a long way in retaining motivated team members. As Phat Tire expanded, they adopted a “hospitality and hustle” mantra that has helped create a culture where team members value service as much as skill.
One of the most distinctive elements of Phat Tire’s business model is its unwavering commitment to community engagement. They invest time and energy into events, trail cleanups, and other grassroots efforts—not with an expectation of immediate returns, but to foster long-term connections. Chris believes businesses thrive when they focus on being additive rather than extractive in their communities.
“People pick up on it when you genuinely care about where you live and work,” he says. This approach has fostered a strong sense of loyalty among Phat Tire’s customers, making it a staple of the local cycling culture in Northwest Arkansas. By becoming an integral part of the local scene, Chris has built a business that can weather economic changes and competition, sustained by a network of people who want to see it succeed.
